Studi Pengaruh Visual Merchandise untuk Anak Terhadap Perilaku Pembelian Paket HappyMeal di Restoran McDonald’s Surabaya

Authors

  • Listia Natadjaja Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain, Universitas Kristen Petra, Surabaya
  • Rosaline Dewi F. Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain, Universitas Kristen Petra, Surabaya
  • Deddy Setyawan Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain, Institut Seni Indonesia, Yogyakarta

:

https://doi.org/10.9744/nirmana.11.1.pp.%2041-59

Keywords:

Visual influence, Merchandise, Buying behavior, McDonald’s.

Abstract

In sales promotion context, premium offers such as toy merchandizes for kids are free incentives or discounted price to encourage sales. A common finding that toys on merchandize offered in Happy Meal packets influence their consumer behavior which are kids, besides kids are known as potential target market nowadays. This thesis is not only giving descriptive explanation about the visual influence on merchandise towards kid’s buying behavior on the purchase of Happy Meal packets, but also about correlation and simple linear regression analysis. The result indicates that visual elements on merchandises have strong and significant impact to kid’s buying behavior on Happy Meal packets. Abstract in Bahasa Indonesia: Dalam konteks promosi penjualan, penawaran premi seperti merchandise mainan untuk anak, merupakan penawaran item gratis atau dalam harga yang lebih murah yang bertujuan menimbulkan suatu respons. Dalam kelanjutannya, diketahui bahwa visual merchandise mainan dalam paket HappyMeal mempengaruhi perilaku konsumen anak-anak. Disamping itu, anak-anak adalah pasar yang potensial dewasa ini. Skripsi ini tidak hanya memberikan pemaparan deskriptif mengenai pengaruh visual merchandise terhadap perilaku pembelian paket HappyMeal pada anak, tetapi juga mengenai analisis hubungan korelasi dan regresi linear sederhana. Hasil penelitian mengidikasikan adanya pengaruh yang kuat dan signifikan antara visual merchandise terhadap perilaku pembelian paket HappyMeal pada anak. Kata kunci: Pengaruh visual, Merchandise, Perilaku pembelian, McDonald’s.

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Published

2010-12-03

How to Cite

Natadjaja, L., Dewi F., R., & Setyawan, D. (2010). Studi Pengaruh Visual Merchandise untuk Anak Terhadap Perilaku Pembelian Paket HappyMeal di Restoran McDonald’s Surabaya. Jurnal Desain Komunikasi Visual Nirmana, 11(1), pp. 41-59. https://doi.org/10.9744/nirmana.11.1.pp. 41-59

Issue

Vol. 11 No. 1 (2009): JANUARY 2009

Section

Articles

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